Examining place attachment and festival experience: a multi-group analysis of attendee behaviour in a music festival context

Abstract

Purpose – This study investigates how five experiential dimensions, entertainment, education, escapism, esthetics, and economic value, shape place attachment and behavioural intentions (loyalty, revisit intention, and word-of-mouth) at a South African music festival. It also examines generational differences in experiential responses to support more inclusive and culturally grounded event strategies. Framed by the extended Experience Economy (EE) model of Pine and Gilmore and the Person–Process–Place (PPP) model of place attachment advanced by Scannell and Gifford, as well as Generational Cohort Theory, this study responds to calls for more context-sensitive festival research in the Global South. Design/methodology/approach – A structured questionnaire was administered to 320 festival attendees. Using a quantitative research design, data were analysed with partial least squares structural equation modelling (PLS-SEM) to examine direct and mediated effects of the experiential dimensions on place attachment and behavioural intentions. Multi-group analysis was conducted to compare generational cohorts. Findings – Escapism emerged as the strongest predictor of place attachment, while place attachment reported the most robust effect on behavioural intentions, particularly among the younger attendees. Place attachment significantly mediated the relationship between escapism and both loyalty and recommendation. Generational differences occurred in relation to entertainment and immersive experiences (escapism), while the older cohorts prioritise escapism regarding loyalty. Practical implications – The findings offer actionable insights for festival organisers and destination marketers to design emotionally resonant, generationally tailored, and culturally embedded experiences that enhance attendee satisfaction, loyalty, and advocacy. Originality/value – This study advances theoretical understanding by refining the EE and PPP frameworks within a non-Western, culturally distinct context. It integrates place attachment as both a mediating mechanism and a key emotional outcome. Generational theory (GT) is extended by revealing how socio-historical cohorts differ in their emotional and behavioural responses to festival experiences.